Examination of consumer preferences in the context of behavioral economics: The case of Erzurum furniture shopping

In the study, it was aimed to examine the effects of individuals living in Erzurum on their purchasing preferences in the context of behavioral economic theories. In the research, the effectiveness of mental accounting, sunk cost error, limited rationality, framing effect, freebie effect, herd behavior, trap effect approaches, which are behavioral economics, were examined. There are 7 scenarios prepared by the researcher in the research, and consumers participating in the research are asked to evaluate these scenarios and mark an option that will be a decision for them. The population of the research consists of individuals over the age of 18 residing in Erzurum city center. In the research, the most 393 people who met the conditions of being included in the sample were reached. Convenience sampling method was used to reach the sampling volume of the research. A questionnaire form prepared by the researcher was used to collect the data of the study. The survey form was prepared on the online survey platform and the survey link was sent to the participants via various communication channels (WhatsApp, e-mail, Messenger, etc.). The data of the research were analyzed at 95% confidence level.